Knowledge Commons of Institute of Automation,CAS
Research on Social Marketing Strategies with an Agent-based Propagation Model | |
Zeng Shuai1,2; Li Juanjuan1,2; Ni Xiaochun1,2; Yuan Yong1,2; Wang Fei-Yue1,2,3 | |
2017 | |
会议名称 | 2017 IFAC World Congress |
会议日期 | 2017-7 |
会议地点 | Toulouse, France |
摘要 | Considering the increasing complexity of social networks and user behaviors, it is very challenging for advertisers to formulate their strategies of selecting proper initial seed users in their social marketing efforts. In this paper, we tackle this challenge by proposing an agent based propagation model and injecting it into typical social networks with three types of structures, i.e., Erdős-Rényi random graph, Watt-Strogatz small world graph, and Barabási-Albert scale-free graph. We instantiate this agent-based model with demographic characteristics extracted from real-world census data collected in China. By investigating the diffusion process of advertising information in these social networks, we can analyze and compare the performance of advertisers’ targeting and influencer strategies. Our experimental results indicate that advertisers adopting influencer strategies should manipulate the initial well connected seeds to deliver information only to the potential customers instead of a wide range of generic users. |
文献类型 | 会议论文 |
条目标识符 | http://ir.ia.ac.cn/handle/173211/15436 |
专题 | 09年以前成果 |
通讯作者 | Yuan Yong |
作者单位 | 1.The State Key Laboratory of Management and Control for Complex Systems, Institute of Automation, Chinese Academy of Sciences 2.Qingdao Academy of Intelligent Industries 3.Research Center of Military Computational Experiments and Parallel Systems, National University of Defense Technology |
第一作者单位 | 中国科学院自动化研究所 |
通讯作者单位 | 中国科学院自动化研究所 |
推荐引用方式 GB/T 7714 | Zeng Shuai,Li Juanjuan,Ni Xiaochun,et al. Research on Social Marketing Strategies with an Agent-based Propagation Model[C],2017. |
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